By now, it is well established that the marketing function (or at least some of it) has fundamentally changed. One only has to think about the rise of marketing technology to realize that marketing is now a heavily technology-driven discipline. Take the popular Marketing Technology landscape published approximately annually by Scott Brinker of chiefmartech.com. Based on his analysis, the marketing technology industry grew by 40% between 2016 and 2017. Of course, marketing has always been, to some extent, a data-driven function. Now, however, the availability of data and a plethora of technology platforms makes marketing sometimes look more like IT than its former self.

This shift comes with implications for the work of marketing; that is, the things that marketing professionals need to understand and be able to do in order to be successful. What, therefore, does the future of marketing work look like?